Brand Tracker

Welcome to the automated Brand Tracker diaries.

Spain

Lucía Mateo (Ilunion): ‘An extraordinary idea earns the trust of people’

Brand: Apple

Campaign: I’m Not Remarkable

Source: https://ipmark.com/entrevista/lucia-mateo-ilunion-una-idea-extraordinaria-gana-confianza-gente/

Goal: Promote inclusivity and normalize the portrayal of people with disabilities.

Media: University musical

Summary: Lucía Mateo Girón discusses the W!N Awards and highlights Apple’s campaign 'I’m Not Remarkable,' which challenges traditional narratives about disability in advertising. The campaign features a university musical showcasing students with disabilities as ordinary individuals, not heroes, emphasizing that technology should adapt to individual needs. It aims to normalize representation and has achieved creative excellence by winning an Emmy.

Sweden

Samhall launches campaign about meaningful jobs with KWD Studio

Brand: Samhall

Campaign: More than a job

Source: https://www.resume.se/marknadsforing/kampanj/jobb-ar-mer-an-bara-en-lon-paminner-samhall/

Goal: To highlight the social value of meaningful employment for individuals with disabilities

Claim: More than a job

Summary: Samhall's new brand campaign focuses on the importance of jobs beyond just income, emphasizing context and community. The campaign aims to create over 20,000 meaningful jobs for individuals with disabilities and to showcase the societal benefits of this employment. The initiative is part of a long-term strategic shift to encourage the public to recognize the qualitative aspects of work, not just the visible outcomes.

community support disability employment social value